Search form

Search form

Consumer package goods firms are adding battery-powered motors to familiar household tools, boosting sales and profits as consumers look to add a little excitement to their daily routines. From spinning toothbrushes to whirling pot-scrubbers to buzzing razors, companies see profits in reinvigorating markets that sometimes can seem a bit mundane. Some industry watchers question whether the battery-powered trend will last, but a spokesman for Gillette said that company's new pulsating handle razor is the result of innovation, adding the company was "not trying to be a part of some fad."

Related Summaries

Procter & Gamble's Gillette and Braun have teamed on a ProGlide Styler for grooming but not removing men's facial hair. The styler, with a suggested retail price of $19.99, includes a trimmer, a battery-powered Fusion ProGlide razor and three trimming combs.

Rapper Sean "P. Diddy" Combs and baseball player Johnny Damon are part of Gillette's promotional campaign for its new battery-powered M3Power razor. The M3Power, which retails for $15, emits pulses to move hair away and create a smoother shave.

Rapper Sean "P. Diddy" Combs and baseball player Johnny Damon are part of Gillette's promotional campaign for its new battery-powered M3Power razor. The M3Power, which retails for $15, emits pulses to move hair away and create a smoother shave.

Rapper Sean "P. Diddy" Combs and baseball player Johnny Damon are part of Gillette's promotional campaign for its new battery-powered M3Power razor. The M3Power, which retails for $15, emits pulses to move hair away and create a smoother shave.

Gillette unveiled its latest razor yesterday, a battery-powered version of its Mach3Turbo that features 62 patents and raises hair to make it easier to shave off. The razor will cost $14.99, and a pack of four blades is $8.99. BBDO will lead a multi-channel media campaign with an undisclosed budget.